Jet2 named official travel partner of Love Island

Jet2holidays has been announced as a brand partner of one of TV’s most talked-about shows, Love Island, which started its fourth series this week.

Jet2holidays is the designated official travel partner of the reality show’s new series, which kicked off on ITV2 at 9pm last night.

Last year’s series had ITV2’s highest ratings to date, making it a great way for the package holiday specialist to target millennials and young adults.

The UK’s second largest tour operator will reach this audience through commercial competitions, TV and digital advertising, social media, and a dedicated microsite hosting exclusive content.

The company will use the slogan ‘Love the summer vibe with Jet2holidays and Love Island’ for the duration of the series.

A series of bespoke advertisements to support the partnership have been filmed in Majorca, where the Love Island villa is located. The ads have been filmed from the perspective of a friend’s camera, and follow a groups’ holiday through the lens.

Four summer vibes are captured in the ads: party, chilled, culture and active, showcasing the different holiday experiences that Jet2holidays offers customers in Majorca and across its network of European destinations.

Jet2holidays is offering viewers the chance to win ten pairs of money-can’t-buy tickets to the Love Island Live final, and in addition to that, a Jet2holiday for two people to Majorca will be up for grabs each week throughout the series.

Jet2 CEO Steve Heapy said: "Love Island was one of the most popular and talked about TV shows last summer, and it looks like this summer will be no different. Working in partnership with such a high profile programme means we can showcase the fantastic range of holidays we have on offer for young people, so we are delighted to be the official travel partner of Love Island." 

The ads were filmed at four Jet2holidays hotels in Majorca: Sol House The Studio Calvia Beach, BH Mallorca in Magaluf, Sol Wave House in Magaluf, and the Iberostar Grand Portals Nous in Portals Nous.

PR and marketing expert Steve Dunne, chief executive of Digital Drums, said the agreement was a smart move.

"In terms of profile, image and relevancy this tie up between Jet2holidays and Love Island ticks all the key marketing boxes.

"Given the hype and attention the programme has received from the media and public – before a single episode of the 2018 series has been aired – it looks a savvy move by the holiday brand.

"To be associated with what could be one of the hit programmes of 2018 will pay big dividends for Jet2holidays in terms of brand awareness and bookings,

"The only potential downside is controversy around the programme that could hit the brand by association but even that, if managed right, may not be a drawback."